In fact, even in that store Draeger's they had 348 different kinds of jam actually in the jam aisle. And what we found over about, say, 10 years of research is that as the number of choices actually increase people are less likely to make a choice and sometimes they do this even when it's really bad for them.

Consumers presented with six choices on an item were twice as likely to buy as consumers overwhelmed with 24 varieties of the same item.

One could even argue that we have a duty to create and pass on stories about choice because once a person knows such stories, they can't be taken away from him. He may lose his possessions, his home, his loved ones, but if he holds on to a story about choice, he retains the ability to practice choice.

We are sculptors finding ourselves in the evolution of choosing, not in the results of choice.

I pick what are my priorities and I limit those priorities to less than five in my life and really in those particular areas put in the energy to try to make good choices.

There is a different attitude about, you know, how much differentiation there needs to be between our options and how many choices do I need to have in order to make a choice.

Like, people are less likely to invest in their retirement when they have more options in their 401K plans than when they have fewer.